Est. 1998 KMR CASE STUDY

REPRESENTING DR. LYLE BACK ABMS Board Certified Surgeon in both General Surgery (ABS) and Plastic Surgery (ABPS) www.ilovelyleback.com

Katherine M. Rothman Founder and CEO Client Testimonials Page 2 CLIENT TESTIMONIALS

Dr. Lyle Back, Board Certified Philadelphia Plastic Surgeon

If you are considering adding PR to your business I had tried PR before, and it was, at best, so-so. It plan, don’t waste any more of your time researching, was never like this. I finally saw PR the way it should thinking and worrying. Do yourself a big favor and let be - when an experienced, talented pro is in charge. Kathy Rothman and her superb team take you by Although they are great, we didn’t really need her the hand and show you how it’s done - and really trademark detailed weekly status reports that arrive done well. Start right now. It will be one of the best like clockwork to tell us how successful her investments and best decisions you will ever make campaign was for us. My email inbox always had for your business. You can thank me later. Some some news - a link to our latest magazine weeks before I even “formally” signed on for my placement, a video of our recent TV news spot for plastic surgery practice in 2014, Kathy was already us to use on our website or yet another promotional lining me up for exposure in several national opportunity. Did I mention that she and her team are magazines (both online and print), putting together also just a pleasure to work with? Kathy continues to press releases, brainstorming with me repeatedly to provide us with high-level, high- quality PR discuss her many marketing ideas for my practice advantages to the present day. What are you and pushing her contacts for radio and TV exposure. waiting for? All of these quickly came to pass, and she never let up on the gas. Before I knew it, we were Dr. Lyle Back successfully getting some form of significant regional and/or national promotion for our practice Board Certified Philadelphia Plastic essentially every week. That’s every week. Surgeon www.ilovelyleback.com Case Study: Dr. Lyle Back Page 3 OVERVIEW BACKGROUN D

D r. Lyle M. Back, M.D., F.A.C.S., an ABMS Board Certified Surgeon in both General Surgery (ABS) and Plastic Surgery (ABPS) based in Cherry Hill New Jersey was seeking media exposure and wanted to be positioned as an expert in his field. Located outside Philadelphia his clientele included members of society however, he did not have any celebrity clientele. He wanted to appear in top celebrity magazines and websites offering expert opinion on various celebrities and the procedures and treatments they may have had.

His award-winning work resulted in being included in “Top Docs” lists that appeared in prominent local and trade press. Dr. Back wanted to connect his name to celebrities and appear in his local press to drive new clients and National celebrity magazines which came out weekly offered a great opportunity.

KMR provided Dr. Back with day-to-day media relations support, targeted traditional print media, bloggers; many of whom had a viable social media presence. In about 18 months of activity, KMR’s efforts for Dr. Lyle Back established him as one of the best experts to comment on various procedures popular celebrities may or may not have gotten. This national press coverage elevated Dr. Back and set him apart from the other Plastic Surgeons in his region.

OBJECTIVE

Have Dr. Back featured throughout all types of media including TV, Print and Online. Establish Dr. Back as a go-to expert in his field for media contacts working on stories relative to her specialty. Feature Dr. Back in high profile stories in celebrity magazines. Case Study: Dr. Lyle Back Page 4 CAMPAIGN

S TRATEGY Strategic Outreach: KMR Communications began first by positioning Dr. Back as a media friendly expert who could comment on a vast array of plastic Surgery related topics.

Content Creation: KMR crafted customized content articles featuring Dr. Back as the quoted expert offering insights and tips on plastic surgery procedures and treatments, Celebrity procedures and trends and expert commentary on frequently asked questions.

360º Media Relations: Pursue all forms of media including newspapers, magazines, broadcast, and Internet (Web sites, blogs, social media, etc).

INITIATIVES

KMR quickly began aggressive and consistent media outreach across all relevant target categories (mom bloggers, writers covering parenting, wellness, beauty, celebrities, and health). Maintained a consistent flow of media coverage with top tier in-line and offline press. KMR leveraged relationships with media who would then return to ask for Dr. Back to provide insights and comment on various topics. Case Study: Dr. Lyle Back Page 5 RESULTS 140 ME DIA PLACEMENTS IN A 12- MONTH PERIOD

TOP PLACEMENTS INCLUDE:

September 2014: March 2015: Hollywood Life, Kylie Jenner Radar, Melanie Griffith, Janice Dickenson, Audience Reach: 18,453 Fashion&Style.com, Bruce Jenner South Jersey Magazine October 2014: The Skinny on Skin In Touch Weekly, Nicole Kidman, Christina Life & Style Leeza Gibbons Aguilera, Courtney Love April 2015: November 2014: Life & Style, Vivica Fox Hollywood Life, Mary Kate Olsen Life & Style, Christina Aguilera The Globe, Richard Simmons National Enquirer, Demi Moore, Kim Kardashian Health Radar Ultimate Skincare Beauty Report May 2015: Ultimate Report December 2014: MSN Kylie Jenner The Globe, Jennifer Anniston Life & Style, Khloe Kardashian In Touch Weekly, Madonna January 2015: Surgical Aesthetics Magazine June 2015: National Enquirer, Sharon Stone Voice of America Radio MD February 2015: National Enquirer, Demi Moore Refinery 29 Hollywood Life, Uma Thurman July 2015: Enquirer, Calista Flockhart InTouch Weekly, Kylie Jenner The Dish, Uma Thurman Life & Style, Nicole Kidman Examiner.com, Uma Thurman Radar, Meg Ryan National Enquirer, Demi Moore

August 2015: National Enquirer, Nicole Richie - Hollywood Life, Courtney Cox

Case Study: Dr. Lyle Back Page 6 RESULTS Some Highlights Inclu de:

www.hollywood.com Audience Reach: 18,453 Kylie Jenner, 17, is naturally beautiful, but is she enhancing her looks and following in the plastic surgery footsteps of members of the Kardashian / Jenner family? Read what doctors have to say about Kylie’s appearance below and tell us what you think! Certified plastic surgeon, Dr. Michael Salzhauer from Bal Harbour Plastic Surgery Associates revealed that he does think the young star has had her lips plumped. “Yes. Emphatically. That is not just lipstick. Her lips look 3 times as wide as they did in the “before” pictures.” Lyle M. Back, M.D., Cherry Hills, NJ While she may have fillers in now, Dr. board certified plastic surgeon, confirms Michael revealed that her new look may as well: “Unfortunately, she has that tell not be permanent. “There are permanent tale and not so natural ‘duck lip’ look fillers and temporary ones. The most going on. It looks like all the filer went popular temporary ones are Juvederm into her upper lip – none in the lower. I and Restylane. They last about one year. like a little but more of a ‘pout’ in the The permanent ones can cause lower lip. Her upper lip has been significant deformity in the long run.” overfilled.” Kylie’s lips definitely look full, and Dr. Michael reveals that as you age, your lips change shape, “but usually they get smaller and less plump as you get older, not bigger.”

Case Study: Dr. Lyle Back Page 7 RESULTS Month ly Audience Reach: 11,962,208 Case Study: Dr. Lyle Back Page 8 RESULTS

Case Study: Dr. Lyle Back Page 9 RESULTS Monthly Audience Reach of 545,196,300 Case Study: Dr. Lyle Back Page 10 RESULTS

Case Study: Dr. Lyle Back Page 11 RESULTS

Monthly Audience Reach of 16,102,320 Case Study: Dr. Lyle Back Page 12 RESULTS

Case Study: Dr. Lyle Back Page 13 CONTACT US

You have seen what we can accomplish, reach out to see what we can achieve for you. Schedule Your Complimentary Consultation with our CEO, Katherine M. Rothman, today!

KMR Communications • www.kmrcommunications.com • [email protected] • (305) 771-2425